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Optimizing listing’s keywords on Amazon: What You Need to Know

If you are wondering how to optimize your keywords, where to put keywords, how to find the best keywords for your Amazon listing – you’ve come to a right place, we are going to tackle all of that in today’s post.

There is a lot of misinformation and confusion, when it come to keywords on an Amazon listing:

  • Do you duplicate keywords?
  • Do you put them in your title?
  • Do you put them in your bullet points?
  • Do keywords matter if they show up in product reviews?

Let’s figure it out! I will try to make it simple for you, to make sure you have the right keywords in the right places.

First let me start with de-spelling couple of myths. First, there is a myth out there that duplicating keywords is not allowed, and you will get penalizedfor that. That is simply not true. On the contrary, i have seen that you can achieve better results if duplicating the most popular and most relevant keywords for a product in a listing and in the back-end of Sellers Central. So, anytime I am working on the keywords for a new listing, I list out all the keywords that I think are important for that particular product, and i start to prioritize them: when i am selling a white accessory, then, obviously, keywords white and accessory are very important. If this accessory is used for something like cooking, then i will start putting keywords that are specific, and reflect how this product is used. I simply list keywords out in the Google Sheet, in the order of importance, from 1 to say 20, or 30. Now, what I want to make sure in is that my five most relevant keywords are duplicated: they will appear in my product title, they may appear in my bullet points, and they are definitely going to appear in the back-end of Seller Central in the Search Terms section. Now, I want to make sure that I utilize my other keywords, the ones that are not so important in more places. Keywords in your title, bullets, or description are important for converting lookers into buyers, meaning that if I am selling a white accessory, and I don’t have keywords white or accessory in the title or description, I will probably end up not selling many of those. So the main point of this story is that it’s perfectly okay to duplicate keywords in your listing and in theback-end of Seller Central.

But remember to put them in such a way that it always makes sense: when someone reads your title, it should make sense to them. You don’t want it to appear as if you just stuffed a bunch of keywords in there for no reason. In the back-end however, it is not important that those keywords make sense, in fact you are doing something right if it looks just like a rambling list of keywords.

Now, let’s talk about what to put in the back-end of your search terms. I previously mentioned about listing your most relevant 20 keywords, many of them will end up in the back-end of Seller Central. Remember, that’s not necessary to duplicate keywords in the back-end, if you used a word accessory once, it’s not necessary to use it several times in Search terms. You should however use alternate versions of keyword ‘’accessory’’ and it’s plural forms.

Couple of months ago Amazon increased the amount of keywords that can be provided in Search terms section, and a lot of people are going in there, adding and improving keywords in their listings. You should definitely start doing this, however, don’t look at that 5000 keyword limit as a requirement. The key thing is to keep it relevant and keep keywords related to your product. Don’t start putting keywords just for the sake of having a word. It’s important to provide relevant keywords to produce results, in opposite to just stuffing a bunch of words in there because you can.

Finishing this post I want to raise one more important question: how do you find these relevant keywords. Let me tell you about couple of tools that I love to use. If you look at MerchantWords, they give you an ability to look at search terms and estimate keywords search volume on Amazon, they give you the monthly breakdown. Another tool that’s handy is a simple tool by Keyword Inspector: they have a reverse ASIN search tool, so you can plug in some competitor products, and they will give you some estimates of keywords that they are using to drive traffic to their listings. And the third tool I’d recommend is Google’s free Keyword Planner tool. You’d have to create a free google ads account, but you don’t have to do anyadvertising. Once account is created, you’ll get access to a powerful search tool that shows you their numbers of how many people are searching for certain words.

One thing to keeps in mind is that none of these tools are 100% accurate. That’s why I like to look at the cross section of different tools and software and really make an informed decision.

Summing all up:

  • It’s perfectly OK to duplicate your most important keywords in your title, description, as well as the back-end search section within Seller Central
  • It’s important that you listing makes sense: you don’t want it to look like a bunch of words from a dictionary
  • Get the most relevant keywords in there, remember to not over do it with the number of keywords
  • Put all other related to listing keywords into the back-end section of Amazon’s Seller Central (you need a space between each keyword, you don’t need a comma, use plural and singular versions of keywords)
  • You can use various tools to find perfect keywords for your listings, but remember that they are not 100% accurate, always use common sense